“Tools” in survey-based marketing-research are predefined “routines” for investigating reseach topics according to proven and largely consinstent, standardized methods. As to say “prefabricated” questioning or testing-kits.
They are developed and used for problems that occur frequently and in a comparable form again and again. And where some standardization is desirable in order to present results in time series or for the purpose of comparison with competitors (benchmarking).
By type of “best practice” methods, our research tools are “crystallized expertise” from years of experience and involvement with the respective research problem.
Although “ready-made”, IMAS tools are of course continuously being adjusted and refined.